For the fourth season, WSN partners with Ulule for a crowdfunding challenge that features the most exciting newcomer brands, to support those who boost the creative landscape in their establishment on the market.
Since the previous September 2022 edition, 36 of them already made their mark on the Ulule platform and integrate its dedicated space on Who’s Next, a true concept store where ready-to-wear, accessories, leather goods and lifestyle products are mixed. This season, the Ulule space confirms yet again its role as a leverage for young creatives. Here are 3 projects to keep an eye on this season.
UROBOROS : MADE IN MARSEILLE UPCYCLING
Meryl Camara took to upcycling two years ago, in his Marseille atelier. 100% autodidact, he makes unique pieces inspired by American sportswear, mixing second-hand clothes and deadstock fabrics. Several Marseille concept stores already sell his teddy-like jackets cut from vintage jeans, his cropped preppy shirts stamped Uroboros and his workwear oversized pants. On the Ulule space, he presents a collection dedicated to retailers, that will be produced alongside his unique pieces.
Being here is both a challenge and a sense of pride. I am new, I don’t have a fashion background, it’s the perfect occasion for me to meet buyers and to enter new stores. I’m also pleasantly surprised by the other winning projects of the Ulule challenge. They all have original collections, most of them eco-friendly. There is a great chemistry between the designers.
HERCULE STUDIO : SPORTS ACCESSORIES FOR THE FUTURE
Hercule Studio was born after its two founders, Joy and Jérémy, noticed a lack for strong-identity sports accessories brands on the French market, with a design, comfortable and well-produced offer. They thus imagined a 2.0 sports mat range, both visual and tactile, and identified by a QR code. A highly ambitious lifestyle project through which they wish to take over the biggest hotel gyms. Alongside their mats, they are developing a platform for yoga, fitness and meditation, which will be accessible both in B2B and B2C.
Ulule allowed us to test the reactions of the French market. Being here is an extraordinary chance to meet buyers – especially Asian and American ones, who are very responsive to the Made in France. We hope to attract department stores, to offer a nice window to our products. In that sense, the Who’s Next x Ulule challenge has been a consequent platform to confront us with the market.
ERRO : A LEATHER FAMILY AFFAIR
In Basque, Erro means root, or origin. Benoit Giannini-Devoucoux, the brand’s co-founder, explains that it was born as a nod to its region of birth, and as an extension to the Devoucoux family saddlery.
For its first chapter – rather than collection – it offers a wide line of leather goods, all hand-made in the Pays Basque region of France. Satchels, bucket bags, weekenders or backpacks were all made in LWG certified leather and all match the codes of their saddlery heritage: harness buckles, studs and topstitching.
We applied for Who’s Next because we know that this tradeshow is a crucial event, especially during that period of the year. Many decision makers are gathered at the same place. It has already allowed us to open three new stores but also to get closer to brands that share our values. It is, at the same time, a beautiful sales tool, a means to stay in touch with the market, and a way of showing how serious we are with this project.